기업 PR을 위한 이미지 개념의 성찰과 탐색 = Reflection and Exploration on the Concept of Image for Corporate Public Relations

다국어 초록 (Multilingual Abstract)

This study pointed out that there had a limit to use the concept of image for corporate public relations because it was too symbolic, abstract and invisible, and proposed identity, relationship, and standing as alternative concepts. Synthesizing previous PR studies, they have explained and understood the concept of image in the level of identity, relationship, and reputation. Image has been used in various meanings by scholars, but we can discover that image has been vertically and horizontally textured under the three levels of identity, relationship, and organizational standing. Certain corporation`s image starts from its unique identity, and expands to the relationship between organization and public, and ultimately establishes to organization`s standing such as reputation. In this regards, this study understands image used in the research of corporate public relations as a comprehensive notion including identity, relationship, and organizational standing. The measurable concept of corporation image was discussed.

참고문헌 (Reference)

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